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Business & Information Systems Engineering
Published in: Business & Information Systems Engineering 2/2015

01-04-2015 | Catchword

Marketing Automation

Authors: Dipl.-Kffr. Irina Heimbach, Dr. Daniel S. Kostyra, Prof. Dr. Oliver Hinz

Published in: Business & Information Systems Engineering | Issue 2/2015

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Excerpt

The term “Marketing automation” was first introduced by John D.C. Little in his presentation at the 5th Invitational Choice Symposium UC Berkeley 2001 (Little 2001) and refers to the automated marketing decision support on the Internet (Little 2001; Bucklin et al. 1998, 2002). Little (2001) formulated its key essence in the phrase “What do we tell retailer X to do when customer Y arrives on Monday morning?”. He suggested analyzing the digital footprints of customer Y and using appropriate models to come up with meaningful managerial implications for the whole purchase funnel. Such an automated marketing decision support promises enhanced productivity, better decision-making, higher returns on marketing investments, and increased customer satisfaction and loyalty through customization of marketing activities (Bucklin et al. 1998). …
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Literature
Bucklin R, Lehmann D, Little J (1998) From decision support to decision automation: a 2020 vision. Mark Lett 9(3):235–246CrossRef
Bucklin RE, Lattin JM, Ansari A, Gupta S, Bell D, Coupey E, Little JD, Mela C, Montgomery A, Steckel J (2002) Choice and the internet: From clickstream to research stream. Mark Lett 13(3):245–258CrossRef
Buhl HU, Röglinger M, Moser D-KF, Heidemann J (2013) Big data – a fashionable topic with(out) sustainable relevance for research and practice? Bus Inf Syst Eng 5(2):65–69CrossRef
Dijkstra A (2008) The psychology of tailoring-ingredients in computer – tailored persuasion. Soc Pers Psych Compass 2(2):765–784CrossRef
Gottschlich J, Heimbach I, Hinz O (2013) The value of users facebook profile data-generating product recommendations for online social shopping sites. Europ Conf Inf Syst (ECIS), Utrecht
Hinz O, Hann I-H, Spann M (2011) Price discrimination in e-commerce? An examination of dynamic pricing in name-your-own price markets. MIS Q 35(1):81–98
Little JD (2001) Marketing automation on the internet. In: UC Berkeley 5th invit choice symp, Monterey
Montgomery AL, Smith MD (2009) Prospects for personalization on the internet. J Interact Mark 23(2):130–137CrossRef
Ringel D, Skiera B (2014) Understanding competition using big consumer search data. Paper presented at the 47th Hawaii Int Conf Syst Sci (HICSS), Hawaii
Sheehan KB, Hoy MG (2000) Dimensions of privacy concern among online consumers. J Public Policy and Mark 19(1):62–73CrossRef
Skiera B, Nabout NA (2013) PROSAD: a bidding decision support system for profit optimizing search engine advertising. Mark Sci 32(2):213–220CrossRef
Veit D, Clemons E, Benlian A, Buxmann P, Hess T, Kundisch D, Leimeister JM, Loos P, Spann M (2014) Business models. Bus Inf Syst Eng 6(1):45–53CrossRef
Metadata
Title
Marketing Automation
Authors
Dipl.-Kffr. Irina Heimbach
Dr. Daniel S. Kostyra
Prof. Dr. Oliver Hinz
Publication date
01-04-2015
Publisher
Springer Fachmedien Wiesbaden
Published in
Business & Information Systems Engineering / Issue 2/2015
Print ISSN: 2363-7005
Electronic ISSN: 1867-0202
DOI
https://doi.org/10.1007/s12599-015-0370-8

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